How Destructive Are Negative Tourist-To Interactions Despite the Mitigating Effect of Optimism?

Abstract

This study examined the relationship between negative tourist-to-tourist interaction (NTTI) and tourist emotions, intention to recommend, and revisit intention, based on the stimulus-organism-response paradigm and service dominant logic. It also investigated the moderating effect of optimism in the relationship between NTTI and tourist emotions to highlight the importance of optimism in tourist behavior in COVID-19 times. Data were collected through a survey form from 256 domestic tourists visiting Pamukkale travertines and archaeological site, one of Turkey's leading attractions. The research hypotheses were tested using Partial Least Squares Structural Equation Modeling. The data analysis revealed that NTTI significantly affects tourist emotions. Unpleasantness had a negative and significant effect on intention to recommend, while joy had a positive and significant effect. Besides, joy and positive surprise affected revisit intention positively and significantly. Joy and unpleasantness mediated the relationship between NTTI and intention to recommend. Finally, optimism moderated the relationships between NTTI and joy and NTTI and positive surprise.